Abstract

The turbulent social conflict over what counts as good-enough mothering and the greedy institution of work leaves many women trapped in what Joan Williams called the gender system of domesticity. Like self-help books, advertisements can lead mothers toward a culturally sanctioned compromise. This article looks at the “cultural deals” being offered for mothers by toy catalogs. The author examined the marketing of more than 3,500 toys in 11 catalogs fromthe 2000-2001holiday season. She found that the catalogs presented toys as solutions that would allow mothers to be good mothers without having to physically be there, even as the advertising copy evoked images of companionship and togetherness. Catalogs also emphasized skill building over fun, defined only certain skills as skills in the first place, and dismissed nurturing as feelings at best worth of expression and not of practice. The author argues that the toys promise to perpetuate for the children the same contradictions the catalogs purport to solve for their mothers.